How Marketers Capitalize on the Trust Deficit

The latest Edelman Trust Barometer study may portend structural changes in how brands communicate with their audiences

By Chris Warren

The pandemic has had a devastating effect on the country’s health, economy, and psychological well-being. It’s also contributed to a severe lack of trust in major institutions, according to Edelman’s 2021 Trust Barometer. As the U.S. starts to recover from the virus, people are looking to companies to fix problems the government can’t.